Direct response marketing is based more on attractive product promotion than targeting a specific niche. It is becoming one of the most successful ways of product promotion and should not be confused with direct marketing, which uses teams to contact prospective customers. Whereas this method, as the name suggests, invites the customers to respond to the advertisements directly.
The major effort within a direct response marketing campaign is on the creation of advertisements that attract attention. As far as niche research is concerned, this is mainly limited to how people within their target demographic respond to different styles of advertisement. The identification of individual consumers is not taken into account.
A good example of this form of marketing is with the use of a television infomercial. The placement of these can be in one of two ways. One is during programs that they expect their demographic to watch. A second is based on viewing times, such as through the night irrespective of the type of channel it is showing on.
Most businesses that advertise in this way rely on a specific offer being made, accompanied by clear contact information so that interested customers can respond immediately. This is far more successful than the usual advertisement seen between television programs. These are usually concerned with a specific product, but then rely on the consumer doing there own research to find out where to get it from.
The format of the standard DRM infomercial is to specify a problem, offer a solution, and give all the contact information and pricing necessary. All the customer has to do then, is to dial the number and make the purchase. The advertisement is so persuasive that no further product research completed by the customer.
It is important that these advertisements are written in a certain format. The copy has to be in a conversational and friendly tone in order to get the confidence of the viewer. It also has to only include the pertinent points of the product, or they might start to wonder if they actually have the problem that needs solving.
The success or failure of a direct response marketing campaign can be easily measured. When somebody orders a product that has been advertised, they usually have to quote the product code, this immediately gives information on the successful advertisement, and maybe even the time in the shown. This information will help in the production of, and the time slots for, future advertising campaigns.
The major effort within a direct response marketing campaign is on the creation of advertisements that attract attention. As far as niche research is concerned, this is mainly limited to how people within their target demographic respond to different styles of advertisement. The identification of individual consumers is not taken into account.
A good example of this form of marketing is with the use of a television infomercial. The placement of these can be in one of two ways. One is during programs that they expect their demographic to watch. A second is based on viewing times, such as through the night irrespective of the type of channel it is showing on.
Most businesses that advertise in this way rely on a specific offer being made, accompanied by clear contact information so that interested customers can respond immediately. This is far more successful than the usual advertisement seen between television programs. These are usually concerned with a specific product, but then rely on the consumer doing there own research to find out where to get it from.
The format of the standard DRM infomercial is to specify a problem, offer a solution, and give all the contact information and pricing necessary. All the customer has to do then, is to dial the number and make the purchase. The advertisement is so persuasive that no further product research completed by the customer.
It is important that these advertisements are written in a certain format. The copy has to be in a conversational and friendly tone in order to get the confidence of the viewer. It also has to only include the pertinent points of the product, or they might start to wonder if they actually have the problem that needs solving.
The success or failure of a direct response marketing campaign can be easily measured. When somebody orders a product that has been advertised, they usually have to quote the product code, this immediately gives information on the successful advertisement, and maybe even the time in the shown. This information will help in the production of, and the time slots for, future advertising campaigns.
About the Author:
When you want help from the experts and professionals in the area of direct response marketing you can go to the World Wide Web for information about the top ranked people in eCommerce marketing. Gary Halbert is recognized as a leader in the industry.
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